Within the last few years, the fashion industry has started to be very sensitive about the consequences of overproduction (mainly from social and ecological perspectives). Umbrellas illustrate perfectly this phenomenon, especially mini-umbrellas which could almost be a symbol of our throwaway consumer behaviour. In France and worldwide, we have developed a relatively recent habit of purchasing a cheap, poor quality umbrella, breaking or losing it, then replacing it by another ”disposable” umbrella… and so on and so forth. This is how hundreds of millions of poor-quality umbrellas are produced unnecessarily each year.
Have you ever heard: “Anyway, I always lose my umbrellas somewhere, so why should I pay a lot for them?”
This is the trend that Anatole wishes to reverse by combatting overproduction and overconsumption.